Page 30 - Waterfall City Issue 10 October 2023

Waterfall City News

MALL OF AFRICA

WINS AGAIN

W hen you’re hot, you’re exceptional public relations results

generated by its partnership as South
hot – and when you are
supercool, you are Mall of
African Fashion Week’s official home.
Africa, who again scooped
the Coolest Mall in South Africa title for In earning a Silver and a Bronze award
the sixth consecutive year in the 2023 in the categories Retail Productivity
Sunday Times Generation Next Awards. and Category Integration in the centre’s
Fashion Weekends Out, the Mall was
The super-regional shopping centre in recognised for proactively delivering
Waterfall City remains the undisputed a tailormade activation for some of its
cool choice, according to more than main drawcards: fashion, beauty, and
12,000 South Africans between the hair. By capitalising on the inherent
ages of eight and 24 who participated interest value of new seasonal trends,
in the annual survey conducted by shoppers were offered multiple
leading youth market specialist HDI international and local shopping exciting events linked to these areas
Youth Marketeers. The organisation and lifestyle experience remains on throughout the respective weekends.
canvassed the opinions of young people track with its stellar assortment of
throughout South Africa to gauge brand tenants. This ranges from sought-after This was underpinned by broadcasting
love and consumer behaviour across global brands such as EL&N, which support from Metro FM and a strong
more than 70 categories. recently landed its irresistibly pink digital campaign and online presence,
and Instagrammable Eat, Live and which ensured that the campaign
The survey is considered to be the most Nourish restaurant, to the best of local delivered exceptional year-on-year
authoritative yardstick of youth brand design, such as the iconic South African turnover increases for the relevant
perception within local marketing designer MaXhosa. August 2022 and March 2023 periods.
circles, says Leemisa Tsolo, head of asset
management at Attacq Limited. And that’s not all. To add to its shiny The Bronze award earned by the
trophy case of silverware, Mall of Africa Shopping Weekends Out campaign
“With an annual spending power also scooped seven wins in categories came on the back of the Mall
of approximately R120 billion, this across the board at the annual South increasing its tenant participation
demographic represents real economic African Council of Shopping Centres significantly in its first-ever drive to
clout. Equally important is its active (SACSC) Footprint Marketing Awards maximise the traditional end-of-season
social media presence on platforms announced in September. sale periods at the end of July and
such as TikTok and Instagram and the January. Exceptional discounting and
commensurate impact this has on The Mall garnered the coveted value-added offerings, including in-
influencing leadership and shaping Spectrum award, the accolade that store experiences, gift-with-purchases
popular opinion. These are the early recognises the most outstanding and sampling, resulted in an increased
adopters and trendsetters of the achiever among the overall Footprint year-on-year turnover for July 2022 and
consumer behaviour cycle – where they Award winners, in addition to winning a January 2023, respectively.
go, the rest follow.” Gold, a Silver and four Bronze awards.
“It is particularly gratifying to be
The Mall, therefore, recognises the The Footprint Awards serve as the recognised by one’s peers because
importance of remaining attractive industry’s annual benchmark of they understand the challenges, and
to this sought-after consumer by creativity and innovation, as well as therefore also the true value of success,”
continuously updating and refining its financial success, in the South African says Mall of Africa’s general manager,
retail offer and promotional mix. retail property environment. Johann Fourie.

Mall of Africa’s positioning as the The Spectrum and Gold and Bronze Congratulations to the Mall of Africa
premier destination for a world-class awards were achieved for the team on all these fantastic accolades!

28 Waterfall City Issue 10 2023